A brand dedicated to Asian empowerment, brought to you by an Asian-American.
HI, WE'RE YELLOW.
A reclaiming of the negative term used to describe people of asian race & flipping that connotation to the positivity associated with the actual color yellow.
YELLOW was created by designer Inga Kan for her Thesis at Parsons School of Design.
Inga is a first-generation Asian-American who used food to connect with her heritage cultures. She created YELLOW to highlight how beautiful and vast East/Southeast Asian cultures are.
YELLOW is a playful celebration of East/Southeast Asian cultures in the context of Western beauty products, highlighting food as a bridge for cultural exploration, discovery, & connection. YELLOW was inspired by the catchphrase "Food for thought".
Food For Thought is an exploration of Asian-American identity & Asian culture as a trend in America. Asian cultures remain “exotic” in the eyes of America, one example being the beauty industry, which remains divided in that many Asian products exist separate from the mainstream.
How can we highlight Asian cultures in the context of commercial America in a society saturated with the fetishization of them?
Yes, we do have special cultures, & its differences are beautiful. But, it's time America parts way from treating Asian cultures as exotic, in macro & micro format.